Two senior figures at the digital‑media golf brand Good Good Golf have stepped down from their positions after a storm of criticism erupted over a promotional video that depicted a woman being forced to the ground. The departures of chief executive officer Matt Kendrick and company president Joe Flannery come as the fallout from the ad continues to unfold. The video in question was released last month as part of a campaign to highlight a new Callaway driver. It was quickly withdrawn after viewers and commentators condemned it for seemingly celebrating violence against women.
The backlash was swift and widespread, prompting Good Good Golf to issue an apology via its social‑media channels and leading Callaway Golf to acknowledge that "mistakes were made" in the way the incident was handled. An internal memorandum circulated by Alex Puchala, the firm’s head of finance and operations, was obtained by Business Insider and confirmed that board member and early investor Nahid Giga would assume the role of interim chief executive.
Puchala’s note read, "This is a difficult day for the entire Good Good family. Matt helped build something extraordinary that exceeded all expectations and continues to bring countless new fans to the sport. What began as a small group of friends playing golf is now a growing global community." He continued, "To ensure stability through this transition, Nahid Giga, Good Good co‑founder and one of our first investors, will step in as interim CEO, effective immediately.
Garrett [Clark] and the creator team will keep doing what they do best, making great content and engaging our fans who are eager to see and hear from us. I will remain COO and CFO and will continue to oversee day‑to‑day operations. We're encouraged by the continued support of the Good Good community, and we remain focused on moving forward and building the next chapter of the company." Good Good Golf originated as a YouTube channel in 2020 and has since grown into one of the sport’s most prominent content creators. The channel features a rotating cast of eight men and four women who compete in traditional golf rounds, trick‑shot challenges, and a variety of entertainment‑focused formats.
Beyond video production, the brand has expanded into televised series, apparel lines, and other merchandise, positioning itself as a cultural hub for a younger, digitally native golf audience. According to the company, the controversial advert was intended as a parody of the horror film "Obsession." However, the execution was widely perceived as tone‑deaf and misogynistic, prompting the video’s removal on the same day it was posted, August 20.
The incident ignited a broader conversation about gender representation in sports media and the responsibilities of influencers when crafting brand‑aligned content. PGA Tour chief executive Brian Rolapp expressed disappointment in a statement, saying, "We were disappointed with what we saw.
The PGA Tour believes in golf's ability to bring people together and create a welcoming environment for all." His remarks underscored the tour’s commitment to inclusivity and highlighted the reputational risk that such missteps pose for partners and sponsors. Garrett Clark, a co‑founder of Good Good Golf and the individual who appears to push the woman in the video, later posted an eight‑minute explanatory video. In it, he described the ad as "the worst ad known to man" and emphasized that it did not reflect the values of the company or its community. Clark’s candid admission was an attempt to mitigate the damage and reassure fans that the brand’s core mission—to make golf fun and accessible—remains unchanged.
The controversy also had immediate commercial repercussions. Good Good Golf had been slated to serve as the title sponsor for a new PGA Tour event scheduled for November in Austin, Texas. In the wake of the uproar, the company withdrew its sponsorship commitment.
Likewise, Callaway Golf terminated its partnership with Good Good, and major retailers such as Golf Galaxy and its parent company Dick's Sporting Goods pulled the brand’s merchandise from store shelves. Industry observers note that the episode serves as a cautionary tale for influencer‑driven marketing in the sports arena.
While the blend of entertainment and product promotion can generate massive engagement, it also demands rigorous editorial oversight to ensure that messaging aligns with broader societal standards and the expectations of diverse audiences. Looking ahead, Good Good Golf faces the challenge of rebuilding trust with both its fan base and corporate partners. The appointment of Nahid Giga as interim CEO signals an effort to provide stable leadership while the company conducts an internal review of its content creation processes.
Stakeholders will be watching closely to see how the brand restructures its approval workflows, diversifies its creative voices, and reinforces a culture of respect and inclusion. For now, the remaining leadership team, including COO and CFO Alex Puchala, has pledged to keep producing the high‑energy golf content that originally attracted millions of subscribers. The hope is that by acknowledging past errors, taking concrete corrective actions, and reaffirming a commitment to positive, family‑friendly entertainment, Good Good Golf can navigate this crisis and emerge stronger in the competitive landscape of sports media.